Multicultural Success with AARP

The Challenge

AARP's goal was to increase relevance with the Hispanic/Latino community, with a longer-term objective of increasing their levels of membership. While the awareness of AARP is high in the general population, the Hispanic/Latino community had low levels of awareness of the organization and it's work for people 50 and over.

How We Did It

Audience Identification

The overall H/L audience is different than the general population - they are typically younger and sometimes bilingual. Because of these factors and knowing that the ultimate goal was eventually a membership ask, we decided to focus more on the less acculturated Hispanics who were more likely to be Spanish dominant and older.

Content Strategy

Refining our content strategy fueled the major increases in engagement and reach. Key tactics were posting fewer pieces of content, adding in social first content designed to engage the audience, strategically mixing in third party content that represented the brand and appealed to our desired audience. Content types were also considered, with a focus on sharing third party video – a content type that performs well both within the H/L community and on the platform.

What Happened

From the first half of 2015 compared to the first half of 2016, the page saw an 841% increase in reach. Engagements also grew exponentially over the same time period – 1058%.